30+ Tools for Every Sales Stack (Tech Tools You Need) in 2023
The tools you use in your sales stack every day have a direct impact on the deals you close.
It’s a fact: According to a survey by LinkedIn, 73% of salespeople use technology to close more deals. And 97% of salespeople said that technology is either ‘important’ or ‘very important’ to their sales process.
Companies are using more and more technology to improve their sales productivity and win more deals. In fact, a study from Miller Heiman Group showed that the average sales organization uses 10 tools and planned to add at least 4 more over the following year.
In other words: the sales stack of the average business is constantly growing.
But, what exactly is a sales stack? And how can you make sure your team actually uses the sales stack?
We’ll see that in this guide, as well as 30+ top sales tools that you should consider for your stack. We’ve separated the tools by their functionality, including:
- Lead generation and sales prospecting tools
- Internal communication tools
- Engagement and outreach sales stack
- Analytics and automation tools
- Documentation software
- Sales enablement stack
What is a Sales Stack?
The best sales stack is made up of sales tools that integrate together, meaning your team can access the features and information they need seamlessly.
Sales Software Stack for Sales Leaders
The job sales leaders involves paying attention to the activity of their team, setting goals, forecasting sales, and managing quota attainment and commissions. Tools that make up the sales stack of a sales manager or leader would include:
- Sales analytics platform
- Automation tools
- Data warehouse
- Sales enablement platform
Sales Technology Stack for Sales Professionals
Sales reps spend their days generating new leads, contacting prospects, and pitching to potential customers. The tools they need to accomplish this include:
- Sales engagement and outreach software
- Lead generation and prospecting tools
- Proposal software
- A communication-focused CRM
How to Build a Sales Stack Your Team Will Actually Use
If you build it, the sales reps will use it, right?
Building a sales stack isn’t the same as purchasing a bunch of tools. It’s a bit more complex.
Whether you’re running a startup, SMB or something else entirely, if you want to build a sales stack that your team will actually use, structure it around the sales process they’re already using.
A well-defined sales process is what enables sales teams to predictably close deals. The tools you purchase should turn an already fantastic process into something that can be done more efficiently and more productively.
So, before you even consider adding new tools to your belt, make sure you have a clearly defined process.
Here are 7 easy steps to understand your sales process and build a sales stack around that process:
- Have clearly defined customer profiles
- Understand where your leads come from
- Define the best method to present your product to prospects
- Build a framework to handle common objections
- Understand your ideal follow-up timeframe
- Define which sales metrics matter most to your business
- Know which sales activities drive more deals to close (cold calling, sales emails, SMS, etc.)
Once you have a clear view of these 7 points, you can build a sales tech stack that functions inside the system you already have in place.
So, which tools should be part of your sales stack?
We’re going to show you 30 of the top tools that sales teams are using right now, plus how to choose the right tools for different aspects of your sales process.
Lead Generation and Sales Prospecting Tools for Your Tech Stack
Information is key at this stage of the sales process. So, how do your reps gather information on prospects and generate new quality leads?
According to a study by TOPO, 89.9% of companies use two or more sources of contact data to fulfill the needs of sales development.
Along with that, there was a 54% increase in the number of salespeople who say they use sales intelligence tools in this year’s State of Sales survey by LinkedIn. Among those that use sales intelligence tools, 74% said these are extremely critical in closing deals.
What are your best options for sales prospecting and lead generation?
This popular prospecting tool helps sales reps quickly find new leads that fit the right criteria. You can set the job title, field, location, company size, and more for the leads you want, and LeadFuze will generate a list of leads that fit.
This is a great tool to use once you have a clearly defined customer profile. If you have exact details and criteria for your leads, then LeadFuze can help you narrow down to the right people. Plus, you’ll find all their contact information including their email address, phone number, social profiles, and more.
Cost: Plans start at $132.30 per month.
This lead generation tool is built for B2B companies looking to get the latest sales intelligence. It lets you filter by industry, location, company size, revenue, job title, and more, and boasts having the most accurate and up-to-date database for B2B sellers.
ZoomInfo also offers AI that analyzes your previous searches and recommends new contacts for you to reach out to.
Cost: Pricing is only available upon request.
If you and your reps love using LinkedIn for prospecting and were looking for a tool to integrate LinkedIn with your CRM, you’ve just found it.
LinkMatch shows you which LinkedIn profiles are saved in your CRM and which ones aren’t, allows you to directly save profiles to your CRM, and even syncs the data when a contact updates their LinkedIn profile.
Basically, it cuts out a lot of the manual work involved in doing sales outreach on LinkedIn.
This tool integrates directly with top CRMs (like Close).
Cost: Between $5.99 and $50 per user, per month. (Price depends on which CRM you want to integrate with.)
If you’re looking for a fast way to get or verify email addresses, Hunter is the tool for you. This easy-to-use sales prospecting tool can help you find the email address of almost any professional. You can search by name and company, do bulk searches with lists, or do a domain search to find all the email addresses in a company. And it even recently released a basic cold email tool called Campaigns for sending a low volume of sales emails.
Hunter also has a handy Firefox add-on that allows you to search for email addresses without even opening another window, a popular Chrome extension, plus an Email Verifier. (Make sure to check our constantly updated list of email finder tools.)
Cost: Free version for up to 50 requests per month. Paid versions start at $49 per month.
Similar to Hunter, this tool is great for finding emails and adding new qualified leads to your lists. VoilaNorbert also allows you to create lists within the web app, verify emails in real-time, and automate with their API.
This tool also has a feature called Enrich. When you do an enrichment search on a verified email list, VoilaNorbert will gather publicly available information from hundreds of sources to get you deeper information such as companies, job roles, locations, social media profiles, and more.
Cost: From $49 to $499 per month, depending on how many leads you search. Verify and Enrich features are pay-as-you-go.
Arguably one of the most popular social prospecting tools available today, this native tool from LinkedIn gives an incredible boost to your LinkedIn selling strategy.
It starts with the advanced lead and company search: Using specific criteria, you can narrow down your search results to the prospects that are best qualified for your business. Once you start adding prospects to your lists, LinkedIn will add lead recommendations, helping you discover new leads automatically.
When you purchase the Sales Navigator, you’ll also get access to an expanded list of who’s viewed your profile, InMail messages, and real-time updates about your prospects in your notifications feed.
Cost: Plans start at $79.99 per month.
As Overloop states very clearly on their homepage, sales prospecting is boring. That’s why this fun tool is the perfect companion to cut the boring out of prospecting and actually get some work done.
This easy prospecting tool helps you search for emails, create lists, segment leads, set up drip campaigns, and more. And, since Overloop has a Chrome extension, it’s a handy tool that lives in your browser, right where you need it.
Cost: Plans start at $99 per month.
Of course, another important aspect to consider is the price. If you’re looking to spend less money without having to skimp on quality, try Hunter.io or other free sales tools for prospecting.
Internal Communication Tools for Your Sales Stack
Communicating with your team is just as important (if not more important) than communicating with your prospects. (And it’s become even more essential as many teams have been forced to switch to remote sales.)
So, which communication tools should be in your sales stack?
Sometimes an email just doesn’t cut it.
Being able to speak to someone face-to-face is important to build team culture and camaraderie. But when real, in-person communication isn’t possible, video calls are the next best thing.
That’s where Zoom comes in: This platform is the perfect tool to help you build a good culture in your remote sales team. With high-quality, secure video conferencing options, Zoom is an essential piece of tech for any sales team.
Of course, Zoom isn’t just for internal communication: It’s perfect for remote video sales calls with your clients, product demonstrations, and more. Find out more about how Close’s native Zoom integration can help you sell better:
Cost: Free version for meetings with up to 100 participants and a maximum of 40 minutes, or paid plans start at $13.99 per month.
Slack is the ultimate chat room for work, allowing you to have quick conversations without endless email threads.
Like our favorite instant messenger from the ’90s on steroids, Slack is the place where conversations happen in a fast, fun way. Separate messages by channels, start individual chats, and integrate with your favorite tools so you always know what’s happening and everyone stays in the loop.
Cost: Very comprehensive free version or paid plans start at $8 per person, per month.
For remote teams, asynchronous communication can get a bit dull. Whether sending emails or text messages, the emotion and tone can get lost on the page, and meanings can more easily be misunderstood.
Loom is the solution to the problem of asynchronous communication for remote teams. This video messaging platform allows you to take screen share videos while also recording your face. That means you can communicate ideas and express yourself as you would talking face-to-face with someone, even if that person lives on the other side of the world and won’t see your message until you’re already asleep.
Loom makes internal communication much more personal, and helps remote teams stick together better.
Cost: Free, or paid plans start at $10 per month. (Note: Loom only charges for accounts that create videos. Viewers are always free.)
Engagement and Outreach Sales Stack
Outreach is obviously an essential part of sales: After all, how can you sell to someone without talking to them?
Here are our top choices for outreach and engagement tools that should be in your sales stack:
Drift is a great tool for seamless conversations across different channels.
Drift allows you to start a conversation via email, continue the conversation on-site when your prospect enters your website, and finish the conversation back in email. It also offers chatbot features that allow you to qualify prospects automatically.
You can even send a personalized Drift Video while chatting with prospects on your website.
Cost: Free for live chat. Paid plans start at $400 per month.
Another conversational messaging tool, Intercom presents itself as much more than live chat. It offers a combination of AI chatbots, live chat, self-service tools for your prospects to use on your website, and in-app messaging.
On top of that, Intercom helps you manage all the conversations you have with prospects by offering a collaborative inbox for your team, along with in-depth reporting. There are also helpful add-ons for sales teams, such as the Product Tours feature, which allows you to onboard new customers and show prospects just what your product can do.
Cost: Plans start at $87 per month.
For salespeople who regularly book meetings and demos, SavvyCal is a great tool to smooth out that process both for you and your prospect.
Remember all those back-and-forth emails trying to decide on a date, time, and place for your meeting? With SavvyCal, those are a thing of the past: All you need to do is set up your available times in the web app and send your prospect a link where they can select a time that works for them.
This is literally the easiest way to streamline scheduling meetings. Ever. And their user interface is much smoother than other competitor scheduling apps like Calendly & MixMax.
Best of all, SavvyCal integrates directly with Close (and other CRMs like Salesforce and HubSpot), meaning your contacts and meetings will be updated in your CRM without any extra data entry. Smooth.
Cost: 7-day free trial, basic plans start at $12 per user/per month.
If most of your leads are inbound coming through your website, 99Inbound is the right tool to capture and collect those website leads.
This intuitive form builder is easy-to-use and integrates with the tools you use every day (including Close, Slack, and others). That means it takes care of the heavy lifting after a form is submitted: sending you an email, updating information in your CRM, posting a message in Slack, or sending automated follow-ups to the person who submitted the form.
Cost: Free for 2 forms or paid plans start at $7 per month.
Bloobirds is a sales engagement + playbook platform that guides SDRs and closing reps to convert more prospects into customers. It partners your existing CRM, sitting on top of it to make it more functional for the sales team. It eliminates admin tasks, makes selling more intuitive, and makes sure reps follow best plays with the in-app playbook's help. Bloobirds helps sales teams flow through their pipeline, while collecting crucial data and creating competitive insights.
Cost: Pricing is only available upon request.
This tool is so much more than a place to send emails, push notifications, and SMS. While primarily a marketing tool, it can help both marketing and sales teams improve communication with customers, and it integrates well with dedicated sales tools (like Close). If you want to send smart campaigns to leads based on real-time events, Customer.io could be a great choice for you.
Easy, logical segmentation is what this tool is all about: It updates profiles based on current information, including everything they’ve done on your website, or any other information you want to integrate with its simple API.
That means your prospects are segmented based on the actions they take in real-time.
Customer.io also includes an intuitive workflow automation tool, giving you the ability to set specific triggers and build complex workflows for your email campaigns in a simple, visual way.
Cost: Plans start at $150 per month.
17. Help Scout
Help Scout is primarily a customer support tool (in fact, our customer support team here at Close uses Help Scout). But with easy integrations, this tool is definitely worth considering if you want to help support and sales collaborate more effectively.
This tool sets up shared team inboxes where all emails come together. In these inboxes, teammates can tag each other in comments, ask for help, or even take over another rep’s inbox while they’re away. Since Help Scout integrates with Close and other sales tools, it enables support to easily forward inquiries to the sales or success teams whenever it’s necessary.
This tool also includes in-depth reports that help team leaders see how their reps are working.
Cost: Plans start at $25 per user, per month.
Analytics and Automation Sales Tools
Your sales funnel may be working perfectly well. But to seriously scale that sales process and increase the results you see for the same amount of effort, you need two things: sales analytics and automation.
With the right sales analytics tools, you can do more than just gather data: You can turn that data into actionable insights for your team.
Using a combination of automation and analytics, you can get a clearer view of what’s happening with your sales and your team. Then, you’ll be able to maximize their efforts for the biggest results.
Here are the tools that should be a part of your automation and analytics stack:
Most software geeks have probably heard of Zapier. Basically, if you want to get two different tools to talk to each other and share data, Zapier is often the solution.
Automations set up in Zapier create an ‘if this, then that’ type of workflow, meaning when a certain event happens in one tool, there will be a specific result in the other tool.
For example, you could set up an automation that links VoilaNorbert to your favorite CRM (like Close—check out how Zapier enables sales teams to integrate Close with more than 2000 different apps). Then, whenever you discover a new contact in VoilaNorbert, a new lead is automatically created in your CRM.
Cost: Basic free version allows 5 automations, or paid plans start at $24.99 per month.
19. Process Street
As a workflow management tool, Process Street allows you to create documentation for standard operating procedures that everyone is aware of and can collaborate within.
This is so much more than a boring checklist. Process Street gives you the freedom to create easy, collaborative workflows, including conditional logic or rich content such as audio and visual aids. Then, you can schedule those as daily, weekly, or monthly workflows, and automate the approval process.
Cost: Plans start at $15 per user, per month.
If your team does a lot of sales calls, and you’re interested in getting a deeper understanding of how those calls work, this is the tool for you.
Gong is an extremely in-depth call analysis tool. This is so much more than just recording your calls: With Gong, you can see how prospects react to different opening lines, how much time your reps spend listening compared to speaking, or how often the word COVID comes up in your team’s sales calls. Gong even gives you warning signs that a deal is about to go south by analyzing patterns and real call data.
Cost: Pricing is only available upon request.
If your team does SaaS sales or you have a business based on subscription purchases, this is a tool you’ll want to seriously consider.
Subscription-based businesses come with their own unique set of metrics and data, and ChartMogul collects that data and turns it into something that can be easily understood. This tool helps you see monthly recurring revenue, churn rate, customer lifetime value, and more. Best of all, you can customize how you see your data with intuitive filters and segments and share all the data you want with unlimited users.
Cost: Free if your business has less than $10K in MRR, or paid plans start at $100 per month.
Clari gives you clear insights into a prospect’s readiness to buy or a customer’s likelihood to churn out based on their behaviors on your website, inside your product, and with your sales team. This tool uses AI-driven revenue insights to help you forecast more accurately, and alerts sales teams to patterns that indicate a deal is heading south.
It integrates with other tools to gather and decipher buyer signals, then turns that into activity intelligence and forecast data.
Cost: Clari’s pricing info is only available upon request.
While having a lot of data is good, being able to easily visualize and share that data is essential.
That’s basically the idea of Geckoboard. This tool allows you to create a customizable sales dashboard, keeping your whole team informed of your top KPIs at a glance. With a few clicks, you can import the right metrics and see your data visually, meaning your sales team and the higher-ups can easily see what kind of impact sales is having on the rest of the company.
Cost: Between $39 and $599 per month, depending on how many dashboards and users you need.
24. Google Sheets
Of course, how could we talk about data and analytics and not mention Google Sheets!
This spreadsheet tool is an absolute must-have for your sales stack. When your team uses Sheets together, you can have seamless collaboration, keep track of important data, and export it into other tools. Whether you’re pulling customer data, survey results, sales data, or pretty much anything else, Google Sheets is the companion you need.
When you compile data from multiple sources into Google Sheets, you can easily export that data or analyze it even further with the tools we mentioned above, or create automations with Zapier. Pretty much any tool integrates with Google Sheets, so this is an excellent place to compile data for further analysis.
Cost: Free, or paid plans of G Suite cost between $6 and $25 per user, per month.
Creating proposals, building contracts, and getting documents signed and approved is all part of the day-to-day work of a sales team.
That’s why it’s especially important for you to add the right documentation software to your sales stack.
Here are some of our top picks:
When it comes to building documentation for your prospects, there can be endless steps involved. From building a proposal, getting it approved by your team, sending it to the customer, seeing if they received it, to finally getting it approved and signed, a lot of time can be wasted.
PandaDoc claims they can help you build documents in half the time (plus, they’ll look even better than before).
This tool is a treasure trove of great documentation features, from easy-to-use templates and a drag-and-drop style document builder to real-time reporting on engagement and activity in your documents. With PandaDoc, you’re not just sending plain PDFs: You can add rich media, links, comments, and even a customized pricing table that allows prospects to choose from multiple options, change quantities, and more.
Cost: Free for eSignature features, or paid plans with the built-in document editor start at $25 per user, per month.
This is another great tool for sales teams to create, manage, and track their sales documentation. Within the document builder, you can add personalized videos or use one of the beautiful templates provided.
This tool also allows you to create custom workflows and automations that help deals get pushed forward. For example, if you send a document that doesn’t get opened, you can create an automated live chat message to remind your prospect that the document is ready for them to approve.
Cost: Between $25 and $60 per user, per month.
Electronic signatures are essential for modern business, and especially for remote sales teams. With HelloSign, you have easy-to-use templates that you can save and send out, allowing you to quickly get back a signature where you need it. HelloSign also sends out automated reminders to let your prospects know where their signature is needed.
Cost: Between $13 and $120 per month.
28. Better Proposals
If you’re looking to stand out from the competition with beautiful proposals, contracts, and more, you’ll want to check this out. As the name suggests, Better Proposals helps you build proposals that are better: Mainly because they have over 160 beautiful templates that look just as good on mobile as they do on a desktop.
Best features include a content library where you can store your favorite proposals, an easy-to-use proposal editor, intelligent pricing tables, and real-time reporting that helps you see what’s happening with your proposals and where each one stands in your sales pipeline.
Cost: Between $19 and $129 per month.
Sales Enablement Stack
Enabling your sales team to work smarter and better involves providing the right content, helping them be more productive, and giving meaningful sales coaching and training.
Why is this so important? Because it has a direct impact on your sales: In fact, companies with formal sales enablement achieve an above-average win rate of 49%.
To implement sales enablement in your sales team, you’ll need to add the right enablement tools to your sales stack.
This sales enablement content and training platform helps you coach reps, give them the right content when they need it, and onboard new reps in less time. On top of that, it helps link marketing and sales, storing all relevant content in one easy-to-search database. That way, sales reps can find and use the right content when dealing with prospects.
It also allows sales managers to give training and coaching effectively at scale. Bite-sized learning experiences are delivered to reps when they need it, and they can go back and re-learn parts of the sales process that they need to be refreshed on. Managers can also assess their team’s knowledge with quizzes and surveys, allowing them to see where certain reps may need more help.
Finally, Showpad gives you in-depth analytics. For sales reps, that means you can see how prospects use the content you send them, and how that content affects win rates. For managers, it means you can see how reps use your coaching and training materials, and how this helps improve their sales skills.
Cost: Showpad pricing is only available upon request.
A major part of sales enablement is coaching and motivating your sales team, and that’s what Ambition is all about. This tool is perfect for more structured coaching and creating a bit of healthy competition amongst your team.
First, Ambition identifies which metrics have the biggest impact on your sales. Then, you can build contests to motivate teams based on those important metrics.
You’ll also be able to build custom scorecards, leaderboards, and dashboards, giving your team more accountability for their results and helping you build ambitious sales teams that are motivated to win more deals.
Cost: Pricing is only available upon request.
This sales enablement software leans heavily towards engaging video content that can be easily created and shared with your team. This tool helps you build an on-demand library of essential training, plus video coaching that’s available to reps when they need it. Brainshark also gives you scorecards showing what’s working and what’s not in your team training efforts.
Cost: Pricing is only available upon request.
Ignition is a Go-to-Market Operations platform designed to centralize every step of product, feature, and campaign launches. Built by GTM experts from Rippling and Facebook, it helps sales enablement teams drive more effective launches and translate product velocity into revenue. From research, to planning and execution, to post-launch measurement, Ignition automates the entire launch process in a single collaborative hub. Build beautiful visual launch calendars, house plan documentation and assets, then communicate it all internally via automated email and Slack updates, all while using Ignition’s built-in research tools to infuse competitive and customer insights into the process.
Cost: Starting at $66 per month.
How a CRM (Customer Relationship Management Platform) Fits into Your Sales Stack
Above, we’ve covered some of the most important pieces of your sales stack.
But did you notice one thing that was missing?
Yup, it’s your CRM software.
Your CRM is the place where relationships happen. It’s where you store customer and prospect data, record conversations, track rep activity, make forecasts, and build and manage your pipelines. In fact, your CRM is such a broad tool that it could fit into all of the sections we discussed above.
The tools we discussed above may be the structure of your sales stack, but your CRM is the foundation.
So, before you choose any other aspect of your sales stack, you need to do 2 things:
- First, choose the right CRM for your team
- Second, make sure any other tool you add to your sales stack integrates with your CRM
By taking these two steps, you’ll make sure your most important tool comes first, and that every other tool can be easily used alongside it. That way, you’ll stop wasting time transferring data back and forth between different tools and start using more time to close deals.
So, how can you choose the right CRM for your team?
What to Look for in a CRM
- Easy lead import and organization: New leads come in from all kinds of sources, so the right CRM will be able to capture those new leads as they come. Also, a good CRM allows you to organize your leads the way you want to, like the Smart Views in Close that automatically group leads together based on the criteria you choose.
- Automatically recorded conversations: Any CRM worth its salt should be able to automatically record the conversations you have with customers. That means your emails, SMS, phone calls, or video meetings should all be recorded in your CRM without your reps having to type in copious notes that no one is ever going to read.
- Intuitive pipeline capabilities: Having a clear view of your sales pipeline is essential to moving deals forward. The right CRM shows you a visual pipeline, giving you and your team the right insights to close more deals in less time.
- Integrated with the tools you use every day: While it’s ideal to build your sales stack around your CRM, your team probably already has some tools that they love using and aren’t willing to change. So, make sure your chosen CRM integrates with those essential, every-day tools.
- Outreach features that adapt to your team’s needs: Does your team do a lot of email outreach? Make sure your CRM has good email features. Are cold calls an essential part of your sales process? Then your CRM should have a power dialer, or even better, a predictive dialer. Define what your team’s favorite outreach methods are, then find a CRM that maximizes your productivity for those methods.
- Easy to learn: Ultimately, your CRM will only work for you if your reps are using it. And they won’t be as willing to use something that’s difficult to learn. So, when deciding on a CRM, stay away from clunky, unfriendly tools that will only slow your team down. Instead, find a fast, intuitive CRM that can be adapted to your own unique sales process.
Building the Ultimate Sales Stack for Your Team
So, what have we learned today?
First, your sales stack includes all the tools that maximize your sales process and level-up your team’s productivity in closing deals.
Second, that stack should be adapted to the specific methods and processes that your team already follows to close deals.
Third, the tools in your sales stack should cover 6 specific areas of the sales process:
- Lead generation and sales prospecting
- Internal communication
- Engagement and outreach
- Analytics and automation
- Sales enablement
Is your favorite sales tool not listed here? Let us know on LinkedIn, and we'll keep adding new tools to our guide!
And finally, we learned that while your sales stack is the structure, your CRM is the foundation. So, if you want to build the ultimate sales stack for your team, you need to start with the right foundation.
Ready to get started?
Try a lightweight, easy-to-use CRM that can be easily adapted to your sales process: Close CRM.